Whole Foods CEO is going to wake up one day in a pool of sweat and jump up and say "oh know what have we done we took our customers and made them Instacarts?!" Whole Foods is building Instacarts brand from their customer base. And once their customer jumps over to the Instacart website for delivery their customer can easily buy pet food from Petco or items from Costco or Safeway all through their new "best friends" website. With friends like Instacart who needs enemies. I guess getting an easy sale means more than protecting and growing your brand for some retailers.